I’m a bit scared to finally make it public. But…

here it is!

The brand we’re launching this year in Berlin.

As I shared before, we decided to

🛑 stop dreaming and talking about opening our own place;
✅ start actually doing it.

And to keep things simple, we came up with a “coffee shop with pies” concept. The big question is: what type of pies?

There are 3 key things worth mentioning here.

1️⃣ Crust. Not only super tasty (obviously) but extremely light. No butter, no yeast. Great for customers, simple in operations. The result of a few years of experiments and innovation.

2️⃣ Sugar. There will be no added sugar or sugar supplements — only the gentle natural sweetness of fruit and berries. We are on a crusade against sugar.

3️⃣ Filling. Instead of eating dough, you’ll be eating quality vegetables or berries. Perfect filling-to-crust ratio.

We call it “the food of the future.” It should be a modern take on the century-old product, something you could enjoy daily — and stay fit and healthy. Something that takes the guilt out of pleasure. 🙂

Simply put, pies will be top-notch — simple, a bit archaic, tasty and light.

Hence, we decided to name our concept “Piecraft”.

A simple logo, a few shots made with a phone, a short landing for prospective landlords… This is where we start today.

There is a decent amount of risk involved.

Yes, pies are familiar to most people, they are nothing new in Germany either… But will the audience respond well to OUR version of pies, to our long-term vision of what “the food of the future” should look like?

When we make them for friends and family, they usually disappear in a matter of minutes.

But this doesn’t mean this will be happening on a scale, does it?